Brand research is too expensive...right?

Brand research is too expensive...right?

Wednesday, 28 October 2020 11:01

It’s not uncommon for us to hear a simple lament from senior marketers and decision makers within B2B organisations: “We need to understand our clients better, but we simply can’t justify a big, expensive market research project”.

Heightened by the ongoing turbulence in markets and economic conditions, the purse strings of marketing extensions continue to be tightened and more closely monitored, meaning the function needs to do more with less and constantly justify investment to C-Suite executives.

So, what can they do to accurately understand their clients and shape their strategy going forward?

Well the good news is that, contrary to popular belief, high quality and well-articulated brand and market research doesn’t always have to be expensive. There are a multitude of techniques and methods that can be deployed to gather relevant, tangible and compelling insights into your market and clients, without requiring an extensive budget that is traditionally associated with a research program.

In order to explore these individual costs further, we have looked to break down the main elements that determine the price tag of contemporary research projects.

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If you would like more detailed breakdown of these project elements, or a deeper understanding of some of the research options available to you, feel free to download our free Guide to Brand Research: 2020 Edition.

So how can organisations apply these impact and potential savings to produce the most cost effective and high-quality outputs? We will begin by exploring what not to do, and then provide some techniques to maximise the cost efficiencies within a contemporary research project.

What to avoid when looking to save money on research

As a rule of thumb, there are two clear areas that costs need to be retained – at the beginning and at the end of a brand or market research project.

And if we were to quote the great Albert Einstein…

If I had an hour to solve a problem and my life depended on the solution, I would spend the first 55 minutes determining the proper question to ask, for once I know the proper question, I could solve the problem in less than 5 minutes”.

Now when we apply the above quote to brand and market research, it is highly likely that by taking the time and tangibly allocating resources to planning at the start of the process, that you will gain significant savings in the overall project in the long run. By approaching your unique situation with a thorough and well-articulated brief for your research provider, you are likely to be provided with insights that are more actionable and more aligned to business strategy. This also means the recommendations have more longevity as the research is received well internally, which further binds the subsequent strategic decisions that are made in accordance with the implications.

Likewise, when clients are looking to save money by cutting the hours spent on analysis and insights distillation at the end of a project, the efficacy and quality of the findings is undermined. Given the turbulence of traditional markets and operating models, there are very few organisations that have been able to continue unaffected and are currently operating in contexts that are uncertain. So, once you have made the practical and strategic business decision to invest in research to address this uncertainty, why cut corners on the elements that will guide strategy going forward? Simone Blakers from Rapp said it best…

Data is an expense, but insight is a bargain”.

The very best data, measurement and evaluation metrics are fundamentally limited if a research partner does not have the time to apply their objective analysis to make sense of them. What does it all mean, how can the business use the information to address a problem, grow the business, change the strategy, make a difference… the list of outputs are highly variable and completely bespoke to an individual organisations circumstances, it is not a one size fits all approach and that obviously comes with some additional expenses..

The best techniques to apply when looking to save money on research costs

Beyond these two main areas to avoid, there are some clear and realistic methods that organisations can apply to save money on a research project. Once again, this comes down to the ability to plan and prioritise accurately and efficiently.

At BrandMatters, we typically consider and apply these five cost saving techniques, depending on the whether they are appropriate for the circumstances and requirements of each individual client.

1. Use existing mailing lists and data bases

Finding and accessing the most appropriate people can be one of the most challenging and expensive components of a research project. These concerns are naturally heightened in the context of B2B organisations, who operate with smaller sample sizes, unique respondents and niche audiences. This cost can be substantially reduced if you have access to your internal audience databases and mailing lists.

2.Explore online methodologies

A large volume online quantitative survey can be shared to external clients and stakeholders as a mechanism to engage multiple audiences cost effectively. Hosting platforms represent a high value for money and with increasingly tight budgets have effectively supplemented expensive online research communities for small/mid-tier organisations.

3. Be disciplined and focused

Despite the best intentions of maximising research outputs, organisations need to make sacrifices by being specific and prioritising areas/target audiences. Unless you adequately resource your marketing function, there wont necessarily be the budget available to address everything you want to cover. Questionnaires and interviews need to be focused and disciplined to get the best value out of them.

4. Minimise travel with video conferencing

In the B2B context, qualitative research costs can escalate quickly if a researcher is required to travel and be face-to-face with multiple stakeholders. Combat these costs by integrating high quality video conferencing software, where there is increasing parity in quality and levels of acceptance with senior leaders.

5. Utilise existing insights and information

Desk research remains a critical, cost effective component of a well-defined research methodology. Without properly understanding and defining the current market and status quo with existing research insights of publicly available information, questionnaire and discussion guide development can be compromised.

Partnering with the right supplier

In summary, with careful planning and prioritisation it is entirely possible to achieve a deeper understanding of your market and clients with brand and market research on a tighter budget. Partnering with an experienced and objective supplier ensure the quality of your research is not compromised by shortcuts in cost cutting measures. An expert research partner will build carefully designed qualitative and quantitative research programs that will set your organisation up for sustainable growth.

If you would like to discuss your unique circumstances, feel free to get in contact with BrandMatters.